Weekly Marketing and Advertising News Update: YouTube Brand Extensions; Bill Nye and Bombay Sapphire; PepsiCo Peps Place; Flammin Hot Social Media Contest; Elon Musk Open AI

 It has to start somewhere. It has to start some time. What better place than here? What better time than now?
 You're listening to the latest Radcast news update. Here's Ryan and Riley. It goes. What's happening? Welcome to the latest edition of the Radcast. It is Friday, May 7th, 2021. Wherever you are, however you are, whenever you are, we say hello and welcome to the latest episode. What's up, Riley Clark?
 Hey, glad to be back. I was off last week. Josh and I had to take over. Riley Clark, our lovely producer and my co-host for the news episodes was out last week. But I'm just glad to have you back in the saddle. Yeah, no, same. It's good. I love our I love our news episodes. They're great. And we always get to catch up about all the things that are happening. And I feel like we get to make this announcement to just the ongoing content and everything that is happening on the Radcast is becoming so
 big. We need to give it to you guys in a much better way. So we have decided to create a newsletter very specifically and very specifically designed for just Radcast content, latest, what you need to, you know, latest and greatest in marketing. What's going on? Our guests, Ryan's opinions. It's all there. So super excited. And you can sign up on the Radcast. Hey, you know, your money goes far around here. I eat nothing. You pay nothing for this. And we give you some
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 Radical marketing results. That's what we're delivering. That's what we do at Radical every day. And the Radcast is our way of sharing that opinion, giving back to the business
 community and really providing a hub of knowledge across and it's not just ours. A lot of heavy hitters that come on the show and
 you can get away with that. Yeah, exactly. Yes, we, I hope you've enjoyed this week's episode with gins from shyness tea. That would be partyware. I'm going to call it partyware. I did have this idea in college called Coolerware when you put you put
 dressing around your cooler and you call it coolerware. That was a good idea. Anyway, partyware. We'll tell them about that later.
 One of them that you wouldn't not to ignore you have all these ideas. Most of them kind of shitty probably. But anyway, the, but in all seriousness, gins was awesome. And the brand is awesome and so funny.
 You know, so we're ever in it, but having fun with their brand selling product and making parties fun again. I mean, come on. Who doesn't want to go to a party and wear some Hawaiian gear or something?
 Yeah, I know. And I feel like just the way they, I mean, there was a lot of really cool things to take away from that episode. But I think one of the biggest things for me was kind of just the creative content and why that's so important.
 Because it gets overlooked. I feel like and you've talked about this a lot on the podcast recently with guests. Like, I feel like that can be overlooked sometimes or the attention is not necessarily there.
 But he really hit heavy on entertaining first. Yeah, building your community sell last. You do that. And then it gives you license to sell. And they want to buy from me.
 I mean, that's what people understand. This isn't, it's not difficult. And look, entertainment. I even thought about this all the post this morning, some of the clips. I'm like, some brands are not going to necessarily entertain. But then we'll then educate in an, you can entertain.
 And you know, like, you know, you're not all going to be Chinese decilling ball hammocks. Like, you know, I get it. But you can still engage and create an educate and insight for enlightening and surprise and delight ways.
 And so they're doing it. And like with a Mac truck, you know, like, honk, honking, they're just kind of running you over with hilariousness. And so great episode. And then we've got some really great.
 The already recorded stuff in the tank. So we're, we're getting ahead of it. We're getting the beating down the walls to get in on the radcast now. I mean, it's just happening. It's, it's happening, Riley.
 They're like, literally calling and beating. I'm kidding. We, we really love and appreciate guest submissions. We've gotten several here recently on the website. So if you're listening and you've got a good story. If it's radical, we covered.
 So we like to hear your emails.
 Exactly. So keep sending those in. But I mean, look, one of my absolute who I look up to, I mean, if you follow Lockhead on marketing, one of the most popular marketing podcasts, he's a number one podcaster on Apple, you know, for business. And I'm pretty sure Lockheads right there.
 The top five, if not, he might be number one now. I don't follow every ranking. But anyway, amazing and written several books. But his, his
 total body of work combined with just how fucking smart he is. Like he's just like, I every time I think I, you know, I think I know this marketing stuff. And like listening to his wisdom that just seems to like, he ooze out of him.
 You know, I was talking about that whole time. I was like, oh my gosh, you know, just over here.
 It's so like, you know, in a way, I came like, you know, like I'm recording it. I'm interviewing.
 And, you know, I freaking, I'm sitting there like getting motivated through the podcast and going, all right, it's validating some of the decisions.
 My name is radical. We take, I've built this agency on the premise of taking chances and going big and all these things that, that, you know, he preaches. And it was just, so it was validating, but also just, all right, stay the course.
 Exactly.
 So really, really great. And look out for that one. And then several other guests. I mean, also we had, we had no stems again, we're be joining us again.
 Next Tuesday, next episode.
 Dude, brother from another. He's great. He's great. Love Noah. We've been collaborating on several things. So he's coming to us.
 MasterChef Finalist, we did an episode two with him, a number and talked on a couple of different angles about being real.
 I'll kind of talk. It's probably that's the biggest lens, the authenticity, the transparency and the need for that in today's social media.
 So really, really enlightening episode with Noah that's coming out next week.
 Yeah. And then after that, we have an incredible PR lady. She, she didn't really specify that she owned her own firm or that she's a firm, but she's like a PR guru, odd collar for sure.
 Gloria Chow and she's been working with some huge people, gotten people in a real tangible way, how to hack their own PR.
 And so that's basically going to be the bulk of the episode. And it's, I'm, you know, that was an incredible, incredible conversation.
 She's very intelligent and she's had a very interesting background, TV producer, US diplomat. And now she's in the PR world, you know, really hitting, really some hitting some big haters.
 I enjoyed talking with her, really easy to talk to, float well, good insights, PR such so huge these days. I mean, like it's, it just with all the channels and wanting to have authenticity and authority, it's just got to be in the playbook.
 And might be number one, I'm not sure it's, it's getting up there. Oh, yeah, the time limit of it. You guys will love this episode. Very, very good. So Christopher Lockhead, one of the legends, Noah Sims and PR extraordinaire.
 We just call her PR extraordinaire. Oh, yeah. I was like, guru extraordinaire.
 Yeah, we're not letting out David. If you listen to this podcast, you're a guy, but we like Gloria. She's up in old Brooklyn had a good conversation. She's really tackling it from a little different angle with helping people, not necessarily pitch their stories, but create their stories. She's coaching PR. So it's really interesting.
 So yeah, lots of good stuff. Many new episodes keeps sending in all of those guest submissions. We want to hear from your folks. We want to hear from you at the radcast.com. Now here's Riley with the news.
 Here is the radcast news.
 All right, first topic for today, YouTube, our huge giant of streaming services and just TV brilliancy, essentially, it's changing the game of TV, I should say, changing the game of really streaming platforms. And they came out with an update.
 And you know, in this huge presentation, they have they are developing a new way of brand extensions as a way to kind of connect what you're seeing in the video or what you're seeing in the in the feature you're watching with the branded content, taking you to the brands website or whatever it is super, super cool, as well as commerce content and more things that they're developing.
 This I feel like you've been projecting has kind of happened for like ever so and look TV is in the sense of as I stared our TV in our studio here like TV is a medium is not dying, you know,
 like television, the big screen in the living room, it's not dying. You're going to have it for entertainment. It's going to be another screen, though I would argue the smartphone is now the main TV in your home and everyone's pocket.
 Come back to that in a moment, but connected TV connected by bought media video content has become the new commercial.
 And so let me explain further so you know we buy a ton of programmatic and connected TV here at the agency and you know it's starting I mean TV is still a behemoth but the budgets are like shifting I mean it's like like Titanic shifts of of digital media and traditional media like television and radio those kind of things.
 You're seeing this shift and connected TV YouTube other places where you know you've historically watched TV and normally linear TV.
 All of this streaming stuff is is taken off you have this balance and switch of subscribers and different things so the eyeballs are on those platforms.
 And so YouTube being the number one channel not technically connected TV it's a whole different thing will get into that nuance right now, but YouTube is going doubling down on consumers using their television at home for watching more YouTube content.
 Yeah, there are already that's already happening naturally but they're increasing it and what this ad format is doing is it's kind of creating that holy grail because television has never been a direct response medium.
 You watch it it's a brand play but you didn't have the way you know digital has always been great because you can click on something you could buy it immediately that experience within digital TV's always been awareness hitting you maybe you'll look it up on your phone or something like that.
 But now the connection of all that is okay that's playing I can hit one button in the sense that you are to my phone.
 And so that's been a little bit of the challenge with connected TV as well because these ads play on you know your stream whatever streaming service you're doing other than Netflix.
 And it plays and it gets that impression but there's not there's not been this duplicity of sharing that experience anywhere but in the screen and not being able to make a direct call to action.
 Well this kind of changes the game you know it's the holy grail you watch it you're on your phone connected easy one button and so this is going to change the game it's going to be really huge I mean YouTube Google it was up like 43% their ad spending this is going to see it go in higher we're talking billions of billions of dollars but you're just seeing real time.
 And we've talked about it through the lens of entertainment but the way with which we experience media and the ability and their relationship of ads and branding and experience and shopping you just it's all influx right now you're seeing all kinds of evolutions of these things going to continue to happen.
 Hopefully all for the better is better experiences because it's going to be relevant and hopefully you know i'm not getting too many pantyhose commercials on my stream I'm I mean nobody I some do's like some panes I just don't like to have no use for but like i'm just saying let's keep it relevant people we get away with all we get rid of all these cookies it's going to start being irrelevant so that's a whole another story let me get on that soap box but.
 But hey this is a game changer YouTube's growing if you're not buying on YouTube calls.
 We'll move on right along here so this is something that you know part of my generation barely I mean we definitely were a part of but definitely if you know millennials out here bombay sapphire.
 Came together to bring bill nine the science guy love bill nine brought bill nine into a very in a very entertaining format educate on the combination of gin and tonic and the science of it and essentially the appeal for this is for people again this is a campaign that's targeted for millennials but essentially it's to prove that more people are actually seeking fact over fiction especially in social.
 Media spaces especially on you know how they're receiving their information everything is digital so if you're going to put something up on digital it needs to be factual like it needs to have some sense of well no it needs no it just needs to be factual it's just plain and simple so anyway this is like going in that direction for sure really cool thing that they're doing and yeah lots of data here but go.
 Two thoughts on this number one don't ever let the truth get in the way of a good story so you know all these facts now but we got to have good stories that's a little of a bad joke but in all seriousness I got a good story it's totally somewhat related.
 So I'm a freshman in it Clemson okay and you know you're venturing out and starting to drink more you know yes I was nineteen I underage drinking college like every fucking one else so yeah.
 I can admit it people and so starting to drink and you know in high school we drank some beers maybe an occasional ever clear party like we're dumped in the cooler with fruit or something whatever that was called PJ yeah that's right before your time I was going to say.
 PJ you know anybody out there shaking their head they remember some PJ parties anyway so you get to school trying to get a little more sophisticated as in college.
 Bombay Sapphire came out about that time I've never been a shit I want to lick her cows is the quarters light beer drink in high school or whatever playing sports so it's very rare anyway so.
 Bombay Sapphire comes out beautiful blue bottle yeah just looks so cool so yeah and I'm like so all of all my girlfriends we became gin and toilet dudes for four years I had no fewer than 40,000 Bombay gin and maybe not that many I'd be dead if it was that many but like let's just say it was the drink of choice right.
 Right right and you know when we were yeah we still drank beer but like we were going somewhere we have that bomb we were so cool we were so slick with that Bombay bottle I'm telling you I haven't had a gin and tonic since my senior year in college.
 It ruined it like I just killed it I wore beaded into the ground into submission like I wasn't because I got sick on it I'm not saying I never did to some point we all got sick in college but like yeah but it's a point right.
 If you did you did it wrong or you just start living yeah but but I wasn't like I just wore out the taste and I haven't had one in like 20 something years like anyway.
 That bar Bill and I the science guy this was kind of like coming through I graduated the mid 90s and I remember this guy and certainly have seen him in pop culture and other things he's own different commercials here and there so I know him but I think it was kind of passing out of this phase as he was kind of expanding.
 But it's a really smart play for Bombay you know I'm sure millennials especially this is like right down the path you know square in the bull's eye for them.
 And there is this this whole thing of authenticity and realness that's really making a you know a headway here on social media otherwise the people really wanting real I you know I I believe that I think it's good it's not that I don't want real part of me bullshit meters like you know this.
 If you really want real you know like are we this entertainment and escapism or do we want real all the time you know I hear you so it's interesting you mentioned that so if you're watching our video you know I have this chart up here and essentially this is a chart that you know we had found through the article but.
 The main reasons why millennials use social media the first two tied and percentage are to stay up to date with news and current events the second again the tie to find funny or entertaining content.
 So it's pretty 50 50 of what they're wanting to.
 Yeah exactly entertainment it's not always real and so fine line between real and entertaining and all those things but I will say further back to the other point back to YouTube let's tie all this into a nice little bow absolutely the smartphone is the TV that data that that
 red is it would have been the exact data from television 10 years ago why do you go to it news first entertainment second that's the TV the difference is now you have an interactive device in your hand where you can engage it's 2.0 people you've got the inputs and the outputs instead of in the old school TV only output from the TV you couldn't
 put back into it so smartphone is the television and the TV is the radio because you're looking at your phone the whole time like literally the ambient noise in the house is the TV it's you're barely even looking at the screen let's
 you're watching a movie right so anyway we get off that high horse but I do but I'm I does maybe really think so I'm the creator that we do sometimes the importance of sound sound device theater of the mind is my
 creative director likes to say because when you theater of the mind when you can't see what's on the screen or you're looking at another screen so
 another point to think about as you develop content but do like what bombay is doing here and I'm still not going to drink another one yeah mine I always like the I it was such a weird combination and I
 realize this is not a very universal thought but I am a big tequila and ginger ale okay I might could do that it's pretty good I think that sounds
 pretty good I like ginger ale anyway kind of cutting through that that gin taste a little bit like but it's I think it's going to take I don't know I'm
 going to forget about now there's some fears that I'm like never never yet and use this because you just get sick on it or
 something but it's not that I just wore it out so I mean yeah it happens to everyone everyone has that one
 thing that it's like never again all right next on our list so we've been talking a lot about Pepsi
 recently and there's some really important reasons why first of all they have get gotten really big
 into the experiential marketing space and we've seen that time and again with the game show they're
 doing with you know just different things I'm kind of losing a little bit of the other ones but there
 is a lot of examples there but this is another really cool example of how they're kind of implementing that
 strategic marketing experimental space and it's with Pepsi and Pepsi is essentially creating a
 ghost kitchen kind of idea to focus on the beverage first to the beverage combinations and what
 food will complement that beverage I liked I'd like this play you know this is one of those I'm not
 going to say it's coke and drone drones or you know you always say that coffee coke is getting
 real towards the bottom of the shelf that coke coffee it is going over there the land of misfit toys
 where coke energy is exactly like I said it was they call me coke I will help you with product
 development so maybe it's killing it somewhere and I don't know it but in my stores it's making
 his way over to all those shitty drinks with the land of misfit toys that no one drinks that eventually
 you ain't works yourself out I think it's like one flavor of coke zero or coke energy left it's almost
 gone that coke coffee is fading fast because they're selling out Ryan that's why they're selling
 itself right off the shelf is what they're doing anyway so I hope this is a fall I think this is a
 better marketing idea I like the notion of order the drink first it's kind of cool and it does
 kind of makes sense it's different than like wine pairing wine with food I don't know if I'm
 thinking about my Pepsi mango and my pizza or not but hey it is a similar premise here because
 that's what I would do when I go to restaurant order whatever wine I'm going to have and then I
 pair the food at least somewhat remotely I'm not like that hoity-toity about it but if I'm having a
 stake you know it's red wine so you know that might be as in fish it's probably hidden white that's
 about as it's complex as I might get but there is a decision process there I don't know what goes
 with Pepsi mango but I like the premise here and it's also playing off I don't think delivery's
 going anywhere you know and food ordering all that that gene is not going back in the bottle so
 there's some good insights here that that are rationale peps place you know you know
 sure you know like fine but like the insight like where it's going no idea if it'll do anything but
 just be a PR gimmick but I do think it's smart for look they're they're the challenger brand
 your challenger brand out there and you're looking up at the behemoth you know like this is
 T-Mobile looking up at Verizon 15 years ago I'm not saying that's the case anymore but it was
 it says all the challenger brands you've got to find ways to kind of stick your neck out there
 and get out there Pepsi's done a good job of that don't know how it's translated to sales ultimately
 I think it's they're still like dwarfed by Coke sales for the most part I'm a Coke guy myself
 sorry Pepsi but Coke zero I like Coke zero I love Coke zero I doesn't mean I like all their marketing
 gimmicks but I will say there's good insight here I like the notion of ordering your drink first
 that's kind of something there so maybe they could stick with that and they get a whole new campaign
 coming out overall so we'll see how that plays I like me some Cardi B and some some videos
 I'm cool with that let's get Cardi B back on that Pepsi spot oh I know I love it all next on
 our list kind of in the same line of thought a little bit Pepsi goes free to lay unit is offering
 a social media contest to win branded because this is what I wouldn't want branded like flaming hot
 merchandise essentially but it's a competition between Doritos spicy chips which I don't eat this
 so I'm going to say this so wrong but Doritos spiciness and the treat the Cheetos yes thank you
 the Cheetos flaming hot yeah yeah essentially the come yeah the flaming hot words so they're
 competing back and forth for this but the interesting thing that I'm taking away from this and why
 that's relevant for us on the radcast here is because they're really tapping into influencer marketing
 which we've been talking really heavily about last couple episodes and essentially you know this
 is really targeted towards Gen Z and they recognize that but I think what's interesting
 is this data that comes from how many people look at influencers what they're doing and go oh well
 they're doing that okay I'll do it too I mean it's like it's a no-brainer if people are going to
 start promoting you know more of one of these products versus the other I bet you from the audience
 they're trying to target Gen Z that price is gonna you know that sales what's gonna show yeah
 I agree with all that and the bigger thing that I agree with is that I love me some flaming hot stuff
 let me just say this so I'm a connoisseur of the flaming hot sweet of products whether it's Doritos
 Cheetos chips that corn chips whatever it is I like hot stuff and those are it was the first time like
 I remember this is gonna make you hungry a little bit maybe but I always do this I know I
 I like food I can talk about food big dude I like food so if there was no if I was on a deserted
 island with only one food choice one food group who is chips I'm a chip guy like I try not to keep
 my girl's figure I try not to eat as many as I used to but but I am a chip guy and there was always
 like they'd say this is spicy I'll like coming you know growing up us there's never that spicy is
 like you know like pepper on or something you know never this flaming hot came out and I was like
 you know I had my doubts like every other spicy chip to him that's just hot like it is warm
 to the to the mouth and for for guy like spice you know it's kind of like three in I'm like all right
 give me some water or something you know which I enjoy I like the heat but I say all that to say
 I like this play I think they're all it's all free to lay so it's two products hey who do you like
 better you like our you like our diet coke or our coke like you know who wins here coke me
 don't want to record this so but it's cool playing off that and I do think it has this kind of
 oral and social media and with millennials and other things because everybody knows I'm talking
 about if you're you know the nodding along if you're eating or eat these chips you know I'm talking
 about that heat's pretty hot and it kind of has its own discussion point because of how hot
 truly is so you get people talking and then hey so who's gonna win I don't know I would vote for
 some cheetos I like some cheetos that's it that's in the chip family so anyway but influencer marketing
 love all that stuff we've talked ad nauseam I think the important thing here is get yourself some
 flaming hot chips that that's the takeaway that's the takeaway is that not just kidding yes hey
 yeah we're dropping some bombs on here thank you Bradley I'll take your take your uh your
 statement here once every now and then on marketing but occasionally he's got to tell people to go
 to go eat a little bit you know right no I get the lunchtime for us and I'm hungry I was gonna say
 yeah we're getting closer our last time here but that's okay no so our last topic and we'll keep
 this uh you know in all good fun because this is a really a really cool topic uh our
 mister brilliant Elon Musk has uh his company open AI is creating a way to basically revolutionize
 the marketing space through artificial intelligence a lot of people in the marketing space have been
 anticipating something like this is going to totally revolutionize the space I think a lot of people
 we're just kind of waiting for the right person to really get it in the door and what better
 person than Elon Musk to me this this is brilliant like yeah yeah super smart guy obviously um ironically
 depending on when you're watching this I think Elon you know are listening to this uh obviously it's
 Friday May 7th won't Friday May 8th Elon Musk so if you listen to this on 7th there's gonna be
 on SNL and so sidebar here I'm just full of sidebars today but Elon Musk brilliant guy he's been
 driving a lot of the Bitcoin increases with Dogecoin and there's a rumor and my Dogecoin
 investment I want to thank you Elon personally for making it go up I've made at least 20 grand last
 couple weeks thanks to you because you keep talking about it and people keep buying it and it makes
 mine go up he's gonna be on SNL and they think they're gonna he's gonna do or say something about
 Dogecoin again like somewhere in a skit and they're so it's been going up all week and so anyway
 brilliant he owns like five billion he's probably like quadrupled his money if he really bought five
 billion when he said he bought five billion then he's got like a hundred billion yeah exactly like
 the risk get richer but all right back to AI and marketing yeah they're coming for our jobs people
 that's what it's an agency it's like we're gonna get replaced by robots yes and no it's gonna
 place a more honest on strategy but the cool thing here is finally you're getting AI that can like
 write in a human nature to touch like this is the biggest thing because generally when you've had
 this AI written communication like a blog post or a ad or something like that it's like good for
 like five words and it's getting then it gets sideways and so what this can do I'm summarizing
 but it has all these touch points that can feed it data to essentially write a blog you know in a
 human way it still needs a meeting improving but we're getting closer to this kind of I don't know
 even further democratization of content development but what it's gonna do is put the onus on
 increased strategy it's really gonna be the differentiator from agency today to see so I
 feel good about that one because we will strategize people right out of their jobs people
 this kid in all seriousness AI is gonna change the world it already is changing the world as long
 as they don't blow us up like they did in the terminators I'm okay with them writing some copy
 and this is gonna this will I actually kind of look on like dang I don't I pay some writers some heavy
 money to write some blogs out here I'm maybe getting me some robots you know yeah exactly I mean
 not to reply I won't get them like doing some smart thinking or editing the robots you know like
 but the thing is is like I I really think and I'm I've been I'm a native digital user like I
 this is what I was born with like I've I really only know I mean yes I do remember when my mom
 and dad had the little tiny brick flip phones you know we're like I remember you didn't have to put
 the 304 before West Virginia I could say before you put the 304 before you dialed the rest of the
 phone number like I remember those days but you know for the most part I've only really used technology
 in school and everything else so for me to feel like this still isn't gonna replace the human
 brain like because this is not I don't think this is ever gonna over a human is still gonna have to
 connect with another human for the human to make the decision oh well and like I watch in our
 lifetime yeah people listening to this under do you know yeah she was she was like keep
 tone yourself that honey while we did my then we do this did you ever think robot would drive
 your car for you know yeah they are so you don't think that robot's gonna tell you what to do
 and it's totally great because it's optimizing the human experience and I understand that and
 that's all fine and good but ultimately the human is is who the products do and you can't like
 now you can't replace that completely yeah yeah so you with this but you can shortcut some of
 the robot can and I'm calling them robots AI but I'm gonna call it a robot right you know it's
 not a you know if it's not even if it's just a computer doing it still software still robotic it's
 in some way even it's just the memory of it it's collaboration and this is what I like about it
 because I eventually I could see you know eventually somewhere down the road it's like you have
 your personal AI development tool that helps you in your career like I can see that happening
 and I think that would be a really cool piece to have you know just for being resourceful and
 making the most use of your time you know unfortunately everything is getting very much more
 high demand of of work and things like that which is good in some ways but in some ways you know
 it could take away from other parts of things so I think having this AI component is a really
 cool thing to start seeing being implemented in the marketing space and we'll obviously be following
 it here because it always yeah it has an impact so for sure I mean it's
 especially if it's and I haven't seen like writing samples but from what they say it's like
 indeterminal from like a human writing it so wow and so I think I can get a little sideways if they
 with some of the nuance depending on how complex the topic is but it will be interesting to follow
 what's the news today absolutely yeah so that's it for us cool you know we're to find us at the
 radcast.com at the.rad.cast on Instagram I'm at Ryan Alfred on Instagram and we will see you next
 time on the radcast yo guys what's up Ryan Alfred here thanks so much for listening really
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